Through a global campaign, Booking.com set out to alter their perceived brand identity. They hired Idris Elba to do the speaking, and make sure they would get the most out of their work with him, MassiveMusic, the sonic branding agency in charge of, you guessed it, the campaign’s audio, asked The Voice Coach to design both a voice type and a creative framework for the renowned actor.

Basically, we answered two questions: What kind of voice represents what Booking.com wants to represent? And how can we make sure the actor whose voice is used gets as close as possible to that ideal voice?

Watch the result below.